FARMINGDALE, N.Y. — NBA star Stephen Curry announced on Thursday that his new signature shoe, developed in collaboration with Li-Ning, will be launched in early 2024. Curry’s transition to Li-Ning follows a decade-long partnership with Under Armour, which he described as a “great run.” He characterized the decision to part ways with Under Armour as “mutual,” expressing no regrets about the past.
Curry emphasized the importance of longevity, legacy, and global presence in his new partnership, securing a substantial 10-year, $400 million contract with Li-Ning. He highlighted the brand’s superior product quality as a key factor in his decision, stating, "I tried literally everything, and there was a reason that Li-Ning stood tall at the end." Influences for his choice included his Golden State Warriors teammate Jimmy Butler and former NBA player Dwyane Wade, both of whom are also associated with Li-Ning. Until his own line is released, Curry plans to wear shoes designed by Butler and Wade.
As he enters his 18th NBA season, Curry expressed a commitment to the Golden State Warriors, aiming to remain with the team through the duration of his contract, which lasts until 2027. He articulated his desire to be a “lifer” with the Warriors, maintaining competitiveness alongside long-time teammates like Draymond Green and Coach Steve Kerr. Additionally, Curry revealed attempts to recruit LeBron James to the Warriors, acknowledging that any player in the league would be negligent not to do so.
Curry also discussed plans to enhance the Underrated Golf Tour, a junior circuit he founded, and is in negotiations with the Golf Channel regarding potential televised coverage.
Why this story matters
- Marks a significant shift in Curry’s athletic brand partnership strategy.
Key takeaway
- Curry emphasizes quality and global reach in his new signature shoe collaboration with Li-Ning.
Opposing viewpoint
- Some may argue that leaving Under Armour could impact Curry’s legacy within that brand.
